SAP's CMO on Why Brands Are Sitting on a "Dark Data" Time Bomb

Sara Richter breaks down what peak season stress tests really expose, and why most brands are failing the customer relationship before it even starts. Rhys Fisher, Associate Editor at CX Today, sits down with Sara Richter, CMO of SAP Engagement Cloud, to unpack the findings of SAP's 2026 Engagement Index. With AI agents now driving purchasing decisions for nearly half of Gen Z, the pressure on brands to deliver truly connected CX has never been higher. If you're wondering what separates brands that build loyalty from those that quietly erode it, this conversation is worth your time. The research shows that AI is reshaping the customer journey faster than most brands can keep up. Sara Richter doesn't sugarcoat what that means... and she's got the receipts: AI is accelerating the customer journey, not just assisting it. When a customer arrives guided by an AI agent, they may already be close to a decision, yet brands are still treating them like they're at the start of the funnel. That mismatch is costly. Peak periods expose the cracks. Disconnected channels, siloed teams, and unused "dark data" don't just create friction; they erode trust and, eventually, loyalty. Sara explains why this is the first thing that breaks under pressure. Data quality beats data quantity. Most organizations are drowning in data. The next chapter of customer engagement will be won by whoever can turn that data into action most effectively, not whoever has the biggest pile. Gibson is a masterclass in getting it right. SAP's guitar brand customer is using AI to personalize engagement across the entire musician journey, freeing up marketers for creativity while driving real business outcomes. 📊 Explore the SAP 2026 Engagement Index to benchmark your own engagement strategy 🔔 Subscribe to CX Today for more interviews on AI, CX, and the future of customer engagementFor more Customer Experience tech news visit https://www.cxtoday.com